TL;DR

• Video marketing is now essential for B2B SaaS growth and is no longer just a “nice-to-have.”

• Tracking KPIs or key performance indicators for video marketing, such as impressions, SEO rankings, CTR, view-through rates, CPC, CAC, ROI, and social shares, ensures your videos drive measurable business results.

• KPIs help B2B SaaS videos and their teams make data-driven decisions, optimize campaigns, and connect video performance to revenue.

• Video SEO optimization (keywords, metadata, thumbnails, CTAs, analytics) boosts visibility and audience engagement.

• With the right KPIs and right SEO checklist, SaaS videos can build brand presence, attract qualified leads, and deliver stronger ROI.

Being involved in a rapidly evolving field like Digital Marketing means making decisions rapidly.

Videos are no longer the nice-to-haves on your B2B SaaS marketing plan but the core plan. Even if you’re running feature demos, product explainers of your B2B SaaS video marketing is where attention lives in 2025.

But here’s the real kicker- if you’re not tracking the right KPIs for video marketing, all your efforts will end up in vain. But how do you track it and why is it so important to track?

So, let’s give you a breakdown of why identifying the KPIs for video marketing is vital to your digital marketing plan, along with common metrics you can use and how to measure them.

Why are Key Performance Indicators for Video Marketing Important?

KPIs or key performance indicators are, of course, important to your digital marketing plan. Why? To put it simply, they reflect your strategy’s effectiveness. KPI’s are used to evaluate the success of your B2B SaaS brand’s performance and progress towards its goals.

Despite the importance and simplicity of KPIs, many marketers feel underconfident when it comes to tracking the right KPIs. They are crucial in every phase of your marketing journey and reveal how well your marketing strategy drives tangible results, such as sales or leads.

Continuing this process, you will be able to monitor and analyze KPIs and will be able to make data-driven decisions, optimize more according to your results, and achieve more successful results.

Is it Worth Optimizing Videos?

Optimizing your videos is worth it. It has the same results as optimizing your pages for SERP. If, for example, you want your video to get results on YouTube, optimizing your videos will have a much higher chance of getting the desired results- higher ranking, more clicks, and more & better conversations.

Ranking videos on YouTube is one of the key elements of your inbound marketing strategy. Choosing the right production company for your video is also extremely vital.

For instance, if you write a blog and post a video using the same content used in the blog, the results will be different. Infrasity tried this, creating a video on Best AI Code Generator and added it to Qodo’s blog on 17 Best AI Code Generator.

If you are feeling lost, fret not, as I will explain all the key performance indicators for video marketing in this blog.

Key Performance Indicators for Video Marketing You Need to Know

I have listed out the important KPIs for video marketing for you to make the whole process easier.

1. Impressions

Think of impressions like digital ‘billboard views’. This KPI tells you how many times your video was displayed, whether on YouTube, LinkedIn, or tucked neatly into your landing page. To measure your B2B SaaS brand’s impressions, you can use Google Ads or social media platforms’ analytics tools to track and report how frequently your content appears to users.

• High impressions = your distribution strategy is working.

• Low impressions = time to revisit your SEO or audience targeting.

Example: A B2B SaaS video posted in the form of a short AI feature explainer video on LinkedIn may generate 50k impressions, but if the reach is low, the same audience is seeing it multiple times without converting

Pro tip: Combine impressions with reach. If impressions are high but reach is stagnant, the same folks are watching your video on loop.

2. SEO Rankings

Today, most buyers begin, and often complete, their purchasing journey online. Getting someone to click “play” is step one. Keeping them watching? That’s where the magic lives.

Your website’s position on search engine results pages (SERPs) directly impacts brand visibility and how easily potential customers can find you during the awareness stage.

To measure your rankings, tools like Google Analytics and specialized SEO platforms can track:

• The number of keywords you rank for

• Organic traffic volume

• Backlink profile strength

Not getting any results and want to fix it?

• Hook them in the first 5 seconds (your SaaS product isn’t boring, but your intro might be).

• Add crisp subtitles.

• Use snappy storytelling instead of reading your feature list like a grocery receipt.

3. Click-Through Rate

Your Click-Through Rate (CTR) shows how many people actually clicked after seeing your ad or search listing. It’s calculated by dividing total clicks by impressions, then multiplying by 100 for a percentage.

CTR helps you gauge how compelling your messaging, creatives, and targeting really are. But benchmarks vary by industry, campaign type, and audience.

To track CTR effectively, tools like Google Analytics can provide granular data on which ads, keywords, and content drive clicks. A consistently high CTR signals that your content is resonating; a low CTR may mean your message needs reworking.

The smartest approach is to set goals based on industry benchmarks, your own historical data, and the behavior of your specific target audience

Example: If your B2B SaaS video’s thumbnail says “4 AI Tools Tested – One Crashed!”, curiosity drives clicks. More such titles for the thumbnail are “See How Our AI Integration Outperforms Competitors.”

4. View-Through Rates

View-Through Rate (VTR) simply measures how many people watched your video until the end. It is a key video engagement metric. Not every viewer clicks immediately, but that doesn’t mean your video isn’t working. It is working. VTR measures how many people watched your video all the way through or up to a certain point without skipping.

So, how exactly do you track the metrics of your video? Tools like YouTube Analytics or Google Ads video metrics let you track:

• Average percentage of video watched

• Drop-off points (where the viewers lose interest)

• Completion rates for different audiences

By analyzing VTR, you can spot the parts of your video that kept people hooked and the parts that scrolled them away. Remember, High VTR = engaging, relevant content and Low VTR = time to trim the fluff or rethink your storytelling if not doing well.

Example: If your B2B SaaS product demo video is 3 minutes, but the drop off happens at 45 seconds, maybe your intro is too slow or uninteresting. Hook your tech video with titles like “ We tested 4 AI code tools, one completely failed in under 2 minutes!”

5. Cost Per Click

You must have heard about Cost Per Click or CPC. If not, then let me simply explain what CPC is. CPC measures how much you pay every time someone clicks on your ad. KPIs

Take a look at this formula:
CPC = Total Ad Spend ÷ Number of Clicks

This metric helps you assess the cost-effectiveness of your paid campaigns. A lower CPC means your ads are delivering more clicks for less money, which is great news for your budget. Platforms like Google Ads allow you to track CPC in real-time, so you can optimize targeting, bids, and creatives for maximum efficiency.

Example: Say, you are running a LinkedIn video ad promoting your SaaS product’s new AI feature. You spend $100, get 50 clicks on your landing page, which means the CPC is $2, which means your B2B SaaS video is compelling enough that people are clicking through to learn more without costing too much.

6. Customer Acquisition Cost (CAC)

You’ve likely heard: it’s cheaper to retain a customer than to acquire a new one. That’s why Customer Acquisition Cost (CAC) is such a critical KPI.

Now look at this formula:
CAC = (Total Marketing + Sales Expenses) ÷ Number of New Customers Acquired

By calculating CAC, you will understand exactly how much it costs to bring in a new customer. Data from tools like HubSpot or Salesforce can show where your money is going and whether you’re targeting the right audience.

Example: If you spend heavily on ads for a campaign, for instance $5,000, and bring in 50 paying users, your CAC will be $100. For better accuracy, compare this with the industry benchmarks for efficiency.

7. Return on Investment

At the end of the day, all KPIs lead to one big question: Was it worth it? That’s where Return on Investment (ROI) comes in.

The ROI formula is simple:
ROI = (Revenue – Marketing Cost) ÷ Marketing Cost × 100

ROI consolidates performance into one metric, showing whether your marketing spend is generating profit or draining resources, which is not ideal. While other KPIs measure specific stages (like awareness or consideration), ROI gives you a full-picture view of results at the decision stage.

Remember that a positive ROI always means your campaigns are paying off. However, a negative one means it’s time for a serious strategy audit.

Example: Your SaaS company invests in a product demo video, and the cost to produce + video promotion is $2,000. The revenue from new customers who watched and converted to $10,000. So, taking the ROI formula, ROI = (10,000 – 2,000) ÷ 2,000 × 100 = 400%.

This means for every $1 spent on the video, you earned $4 back!

8. Content Distribution

Clicks and views are nice, but when someone actually shares your content? That’s the marketing jackpot.

Distributing your content amplifies your video far beyond your organic audience, tapping into new networks at zero extra cost. This KPI highlights how ‘share-worthy’ your content really is and whether it entertains, educates, or inspires enough for viewers to pass it along. In a more simple language, it‘s a free word-of-mouth marketing in the digital age.

Platforms like LinkedIn, Twitter (X), or Reddit analytics dashboards can show:

• Number of shares and reposts

• Engagement levels from shared posts (likes, comments, clicks)

• Audience demographics for extended reach

Effective Video SEO Checklists

You now have an idea of the key performance indicators for video marketing for your B2B SaaS videos, but you have to make sure your video itself passes the quality check. If you want to cut to the chase of creating a video from scratch, feel free to try Infrasity’s tech Video production for a seamless process.

I have added a powerful video SEO checklists so that you can see results!

• Keyword Optimization
• Title & Thumbnail quality
• Description That Works Overtime
• Add Video Metadata: Use tags and
• Engagement Triggers, such as drop subtle CTA and ask your viewers to comment and share the video.
• Analytics & Iteration: Track watch time, click-through rates, and retention curves.

Once you make sure this checklist is ticked off, you are good to go.

Final Thought

Video marketing isn’t just an add-on anymore, but it is now at the center of B2B SaaS growth strategies! But producing videos without tracking KPIs is like sailing without a compass. You may be moving, but not necessarily in the right direction.

By focusing on the right performance indicators, B2B SaaS companies can tie their creative efforts directly to business outcomes like lead generation, conversions, and customer acquisition. When combined with strong video SEO practices, videos become growth assets that will boost your visibility, build brand presence, and drive ROI.

FAQ

1. How to do YouTube video SEO

YouTube SEO is about giving the algorithm and your audience zero excuses to ignore you. Read this blog to understand how to optimize your YouTube video.

2. How long should marketing videos be

Depends on how long you want your video to be. Attention spans in 2025 are shorter than a TikTok loop. For B2B SaaS explainer videos, 1 - 2 minutes is the sweet spot. Product demos? Stretch to 3–5 minutes if you’re actually showing value. Webinars? Go long-form, but chop them into snackable highlight clips for distribution on different platforms.

3. Why video marketing is so powerful

Video sells, and it is basically your B2B SaaS brand’s cheat code. It explains faster than a whitepaper, humanizes your product more than a PDF ever could, and boosts SEO. It’s powerful because people retain 95% of a message via video compared to just 10% via text.

4. How effective is video marketing

Extremely. Whether it’s customer acquisition cost (CAC), ROI, or raw lead-gen, video outperforms most other formats. A well-optimized B2B SaaS explainer video can drive 2x conversions compared to static assets. You will find several agence video marketing who are more than happy to work with you.

5. What are good KPIs for marketing?

A KPI starter pack should include - impressions, SEO ranking, CTR, VTR, CPC, Customer Acquisition, ROI and Social media shares. Read this blog to get a detailed description of this list of KPIs.

6. What is a good view rate?

A good view rate of a video should be 15%, meaning 15 out of 100 people who see your video should actually watch it. This will signal your video to connect with your audience through the right mix of watch time, audience retention, clickable thumbnails, engaging editing styles, and platform-specific strategies.